Hair Care in Lithuania

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Executive Summary

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TRENDS

Demand for more advanced products was a recognisable trend across all beauty and personal care categories in Lithuania towards the end of the review period, and hair care was no exception. The growth being seen in the economy of Lithuania and increasing consumer confidence as disposable income levels rise has encouraged increasing numbers of people to spend more on beauty and personal care products while looking for the products which offer the best value for money. The rise of semi-professional niche mass hair care brands which offering products of similar quality to premium brands at price only slightly above the category average contributed to the positive overall growth recorded in hair care during 2016. On the other hand, the continuous price discounting strategies of the category’s leading players continue to put considerable pressure on unit price growth in mass hair care, slowing down overall value growth rates in the category.

COMPETITIVE LANDSCAPE

2016 saw L’Oréal Baltic SIA maintain its leading position in hair care with a value share of 28%. The company remains the leading player in both mass hair care and premium hair care. Its substantial product portfolio, strong advertising campaigns, huge promotional budget and wide distribution network all benefited the company in 2016. L’Oréal’s most significant hair care brands Garnier and El’Vital are very well established in Lithuania and the company is very much a trendsetter, due to its successful identification of consumer demand trends and the launch of new products, combined with its aggressive promotions, which has secured its leading position across several hair care categories.

PROSPECTS

Hair care is a category in which sales are reaching saturation point and no major changes are expected in this respect over the forecast period. The category is set to continue facing slow but steady sales growth over the forecast period, mainly due to consumers shifting towards the premium segment, combined with improvements in consumer confidence as disposable incomes grow and people become more willing and better able to spend more on their hair care products.

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